• Save
The Marmarati - We Are Social's launch campaign for Marmite XO
Upcoming SlideShare
Loading in...5
×
 

The Marmarati - We Are Social's launch campaign for Marmite XO

on

  • 9,962 views

We Are Social launched a stronger, "extra mature" variant of Marmite by creating an eccentric, exclusive and secretive society called the Marmarati. This social media case study is an update to the ...

We Are Social launched a stronger, "extra mature" variant of Marmite by creating an eccentric, exclusive and secretive society called the Marmarati. This social media case study is an update to the previous Marmarati case study released in December 2010.

Statistics

Views

Total Views
9,962
Views on SlideShare
8,107
Embed Views
1,855

Actions

Likes
29
Downloads
0
Comments
2

34 Embeds 1,855

http://wearesocial.net 923
http://spiderworking.com 151
http://www.servantofchaos.com 121
http://createtheconversation.wordpress.com 116
http://sociable.net 112
https://twitter.com 91
http://www.slideshare.net 59
http://storify.com 56
http://kaihaanj.com 55
http://www.spiderworking.com 36
http://blog.sociomantic.com 30
http://www.loqueotrosven.net 17
http://zootool.com 11
http://incubate.freshegg.com 9
http://sterndigitaldose.blogspot.com 9
http://loqueotrosven.blogspot.com 8
http://myventurepad.com 6
http://wearesocial.com.au 6
http://christroost.posterous.com 6
http://bayangersandmash.tumblr.com 5
http://servantofchaos.com 5
http://translate.googleusercontent.com 4
http://brandnutopia.com 4
http://static.slidesharecdn.com 3
http://servantofchaos.typepad.com 2
http://www.sterndigitaldose.blogspot.com 2
http://www.linkedin.com 1
http://a0.twimg.com 1
http://blog.testwww.sociomantic.com 1
http://xss.yandex.net 1
http://feeds.feedburner.com 1
http://www.blogger.com 1
http://www.hanrss.com 1
http://www.christroost.nl 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • I agree, it is a great strategy that really understands the brands fans and how to generate communication.
    Are you sure you want to
    Your message goes here
    Processing…
  • Great strategy that show us the way for the next social media campaigns
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

The Marmarati - We Are Social's launch campaign for Marmite XO The Marmarati - We Are Social's launch campaign for Marmite XO Presentation Transcript

  • Launching Marmite XO in social media
  • Marmite… You either love it or hate it
  • But ‘extra-strong’ Marmite? You have to be CRAZY for it View slide
  • So we found the crazy Marmite Lovers View slide
  • On facebook & twitter
  • On blogs
  • On YouTube
  • We designed an experience that would involve these ‘Superfans’ Eccentric, exclusive and secretive, something that they would desire to become part of
  • Where participation would be a badge of honour To proudly display, discuss and share with other fans And then be duly rewarded for their devotion and advocacy
  • To start, we invited 40 Marmite Lovers to an exclusive event
  • With a luxurious Victorian theme
  • Where they were sworn into the ‘First Circle’ of the Marmarati
  • A Victorian-style society, seeking new members to help create the ‘most powerful’ Marmite ever
  • With a blindfolded tasting
  • To discuss 3 possible recipes
  • With the Inner Sanctum of Marmarati (who really do work for Unilever)
  • Members received a certificate
  • Sipped Marmite cocktails
  • And spread the word on their blogs
  • On Twitter
  • And on Facebook
  • We then engaged with them in social media as the Marmarati
  • On twitter
  • In a private facebook group
  • And revealed our website, where you apply to join the Marmarati by proving your love
  • And revealed our website
  • Hopeful fans uploaded videos, photos, poems and songs
  •  
  • And encouraged friends to vote
  • To win a coveted place in the ‘Second Circle’ of the Marmarati And receive one of only 200 commemorative jars of ‘prototype’ Marmite
  • We asked the First Circle to help choose the prototype jar design
  • The final 200 were sent the prototype A hand-made, wax-sealed, collectable jar, and a ‘taster’ jar
  • They uploaded ‘un-boxing’ and ‘first taste’ videos
  • And read the Marmarati Oath in their own tasting ceremonies
  • To qualify as a Marmarati Ambassador
  • And win a lifetime supply… Plus a Golden Ticket to visit the Marmite factory
  • The campaign led to a highly anticipated retail launch
  • Generating sales and excitement In store and online
  • Tantum Pro Diligo: Only for Lovers